Go local or go global: how local brands promote buying impulsivity
Abstract
Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global...
Paper Details
Title
Go local or go global: how local brands promote buying impulsivity
Published Date
Jul 19, 2019
Volume
37
Issue
1
Pages
1 - 28
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